Category: Will’s Take
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The Default Economy and the Small Brand Death Trap
If UCP collapses shopping into a single Pay button, Gemini surfaces one brand as the definitive answer. How do smaller brands survive a default economy? Da
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Why Adobe’s Number Should Scare Every Marketer
AI referrals convert 31% higher and generate 254% more revenue per visit than traditional traffic. The agent buyer is the best buyer. If agent traffic is t
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The Banner Ad Is Already Dead
When AI agents query a merchant’s API, they don’t see banner ads — they read JSON. In the UCP era, an ad is a privileged position in a data list. If your s
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Headless Commerce Was the Warmup
Headless decoupled the storefront from the backend. UCP decouples the transaction from the storefront entirely. Every architectural decision in the headles
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Why Procurement Gets Disrupted Before Retail Does
B2B procurement has clear rules, structured data, defined decision criteria. AI agents thrive on exactly that. Agentic commerce hits business purchasing be
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Conversational Commerce Is the Wrong Frame
Everyone calls it ‘conversational commerce’ — buying through chat. It’s not a conversation, it’s a delegation. The customer isn’t talking to an agent, they
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The Protocol Beneath the Bond: Why UCP Is the Language Layer AI Commerce Has Been Waiting For
The Bond needs a language. UCP is that language — a grammar layer that lets AI agents operate across the full commerce stack without human translation at every joint. Will Tygart explains why the protocol beneath the bond matters more than any model update.
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What Happens When the Agent Knows Too Much About You
Graph memory layers in AI agents accumulate everything. The agentic commerce vision assumes you trust your agent completely. What you’re actually trading w
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The Surveillance Pricing Problem Nobody’s Talking About
Google’s Direct Offer feature sits right on the line between personalized discounts and profiling-based dynamic pricing. When an AI agent knows your urgenc
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Google Calls It Open. I Call It a Channel.
UCP moves competition upstream toward platforms while merchants carry operational complexity. Will’s skeptic take on whether ‘open’ ever means what it says